For a less educated audience, I find you can try and 'telegraph' the ideas of the piece a little more broadly. Make contrasts and different sections more obvious and less subtle. Also, you can try and keep their attention through normal social methods - occasional eye contact and such.
Perhaps it's arrogant of me, but in keeping with my heavy metal spirit, I tend to always want to play in a way that demands attention. Lively, energetic, aggressive, etc. I'm not background music for your stupid social gathering, dammit! That attitude is not always appreciated, though. :-)